Index
A
accounts. See also merchant accounts; user accounts
connecting email contacts to social media, 70–71
entering information about bank, 7
PayPal Developer Central, 131
Twitter’s AskPayPal, 80
Add to Cart button, 139, 145, 146
address confirmation, 162, 164, 167, 168
analytics
analyzing social media metrics, 119
beginning use of, 58
defined, 55
API-based integration
adding PayPal solutions with, 126–130
HTML integration vs., 128–129
process for adding, 132
Website Payments Pro and, 127, 135
attracting customers, 73–81
be yourself, 77–78
discounts and online coupons, 81
effect of timing on, 76
listening for ways of, 74–77
starting and sustaining conversations, 78–80
using direct customer service, 80–81
audience. See also customers
collaborating with, 191
finding communications, 53, 55–56
knowing your customer, 74–75, 186–187
B
bank account information, 7
C’est Cheese use of, 46
collecting stats about, 119
content guidelines for, 86–87
official PayPal, 118
opening dialogs using, 67, 75–76
promoting social presence with, 66–67
using WordPress, 46–47
bounces, 117
brands
fostering loyalty to, 191
linking to promotional events, 108
measuring loyalty to, 118
businesses. See also connecting with customers; merchant accounts
advantages of PayPal for, 10–13
applying for Website Payments Pro, 11
building online community, 191
collaborating with audience, 191
creating direct customer service, 80–81
defining media message, 52–53
dispute-resolution assistance for, 164, 173
Facebook apps for, 42
finding media audience for, 53, 55–56
goals for media presence, 52–54
increasing sales with PayPal, 13
joining conversations, 56–57, 187–188
listening to customers, 74–77, 190
locating right ecommerce tools, 188
measuring results, 55, 58, 119, 192–193
Milyoni for, 26
Moontoast for, 27
online promotions, 104–105
paying transaction fees, 8–9, 14–15
PayPal fees for, 12
posting photos on Flickr, 95–98
promoting media presence, 67–69
receiving PayPal payments, 7, 152
registering for PayPal account, 11
relationships with customers, 53
relevant content for, 63–64, 84–86, 107, 189
researching audience, 74–75, 186–187
selecting social connections, 64–65
seller reputation number for, 153
setting social media strategy, 50–51, 186
shopping carts for CMS-based systems, 144
telling story of, 54
Twitter for, 44
using social media icons, 68–69
withdrawing funds from PayPal, 7
buttons
Donate, 177
payment, 140
C
campaign contributions, 24–25, 180–181
carts. See shopping carts
C’est Cheese
about, 21
exploring social media, 46
measuring social media efforts, 192
posting contest photos, 96
promoting social presence, 66–67
promotions held by, 110
charitable giving. See non-profit organizations
chats and online events, 109–110
checkout. See also shopping carts
API-based solutions for, 126–130
HTML solutions for, 124–126
using third-party shopping carts, 129–130
web page components for, 140–141
checks
check fraud, 159–160
e-check payments, 152
CMS (content management systems), 144
communications. See also blogs; conversations
defining message for, 52–53
finding audience for, 53, 55–56
listening to media conversations, 56, 63–64, 67
microblogging on Twitter, 43–44, 89–90
planning strategies for, 50–51
social media’s goal of, 30–31, 40
voice for, 54
community building, 191
companies. See businesses
connecting with customers, 62–71
asking ways of, 65–67
blogs and URLs for, 66
finding relevant content, 63–64, 84–86, 189
importance of, 61
making time, 62
promoting media presence, 67–69
purchasing demographic data, 67
selectivity in, 64–65
contacts
connecting to media accounts, 70–71
follow up with, 116–117
content, 83–90
blogging, 86–87
creating social network, 87–89
drawing from contests, 109
finding relevant, 63–64, 84–86, 189
content management systems (CMS), 144
contests
creating, 96
designing, 107–109
convenience
PayPal’s, 35
social media ecommerce and, 31–33
art of, 83
finding content relevant for, 63–64, 84–86, 189
promoting sales with, 103
starting and sustaining, 78–80
tracking multiple online, 77
turning into transactions, 32
understanding timing in, 76
Country Monitor filter, 166–167
credit cards
charitable giving with, 177
entering information about, 7
merchant’s benefits with PayPal, 10–11
notifications for, 152
payments with stolen, 160
PayPal security for, 164
traditional merchant fees for, 14, 15
Customer Relation Management (CRM) tools, 116, 117
customers. See also attracting customers; connecting with customers; user accounts
asking how to connect with, 65–67
attracting, 73–81
checkout process for, 138–140
considering relationship to, 53
contacting via social media, 21
gathering information from, 108
PayPal advantages for, 9–10
customizing payment options, 138–154
about content management systems, 144
components of checkout systems, 140–141
configuring PayPal Shopping Cart, 146–154
integrating shopping carts, 141–142
steps in checkout process, 138–140
D
developers
building shopping carts, 142, 143
finding PayPal Partner, 133–134
getting help, 134–135
receiving/detecting IPN messages, 152
using PayPal Sandbox, 131
discounts and online coupons, 81
Dispora, 88
dispute-resolution assistance, 164, 173
Domestic Sales Tax page, 148
Donate button, 177
donations. See also FundRazr
campaign contributions with BigCanvass, 24–25, 180–181
ecommerce tools for, 22–24
increasing with PayPal accounts, 177
receipts for, 177–178
tracking charitable, 178
using Milyoni, 26
using WhatGives!? for, 24, 180
E
e-check payments, 152
ecommerce. See also shopping carts
customer’s advantages with, 9–10
finding right tools for, 188
merchant’s advantages with, 10–13
receiving and detecting IPN messages, 152
social media’s interface with, 30–33
using social media, 20
EFT (electronic funds transfer), 7
adding social media icons in, 68–69
connecting contacts to media accounts, 70–71
promoting social presence with, 68–69
recognizing fake PayPal, 172
events
hosting real-world, 109
online, 109–111
Express Checkout, 127
F
about, 41–42
adding FundRazr to, 23, 179–180, 181–183
clicking “Like” on, 107
connecting email contacts to, 70
creating content for, 87
Milyoni, 26
PayPal’s page on, 88
federal and state contest laws, 108
calculating merchant, 8–9, 14–15
costs of traditional vs. PayPal, 14, 15
paid and collected by PayPal, 8
shipping and handling, 149–151
simplifying, 14
fraud. See online fraud
Fraud Management filters, 165–172
about, 165–166
activating, 170–172
how it works, 166–167
settings for, 169
types of PayPal, 167–169
accepting donations from, 179–180
installing on Facebook account, 181–183
G
goals
media presence, 52–54
outlining promotional, 105–106
setting promotion, 106
promoting media presence in Gmail, 68–69
H
HootSuite, 77
hosting real-world events, 109, 110
HTML integration
adding code snippet for, 131–132
API-based integration vs., 128–129
setting up PayPal checkout with, 124–126
I
IC3 (Internet Crime Complaint Center), 158
identity theft
corporate, 160–161
obtaining information for, 161–162
Instant Payment Notification (IPN), 152
integrating PayPal with websites, 123–135
about, 124
API integration, 126–130, 132, 135
choosing integration path, 124
finding developers for, 133–134
getting help, 134–135
HTML integration, 124–126
implementation process for, 130
integration, 124
international transactions, 13
Internet Crime Complaint Center (IC3), 158
IPN (Instant Payment Notification), 152
L
leads, 116–117
legacy issues, 104
legal issues. See also online fraud
collecting sales tax, 147–149
contest laws, 108
LinkedIn, 88
listening
attracting customers by listening, 74–77
before blogging, 67
to media conversations, 56
and talking to thought leaders, 63–64
log in to user account, 6
M
measuring, 113–121
about metrics, 114–115
bounces, 117
conversion from marketing to sales, 120–121
influence and brand loyalty, 118
leads, 116–117
mentions in network, 118
promotion results, 111
size of network, 117–118
social media successes, 55, 58, 119, 192–193
media. See rich media
media presence, 49–58
building relationships, 57
defining message for, 52–53, 56–57
finding social network, 53
goals for, 52–54
promoting, 67–69
relationship to customers, 53
telling business’s story, 54
time needed for, 62
calculating fees for, 8–9, 14–15
costs of PayPal, 12
registering for, 11
withdrawing funds from, 7
Milyoni, 26
money order scams, 159–160
Moontoast, 27
multimedia. See rich media
MySpace, creating content for, 88
N
negativity in conversations, 79–80
non-profit organizations. See also businesses; FundRazr; merchant accounts
accepting FundRazr donations, 179–180
avoiding lost payments, 178
BigCanvass campaign contributions to, 24–25, 180–181
donation transaction tools, 22–24
making PayPal payments to, 176–177
receipts for contributions, 177–178
simplifying work with PayPal, 178–179
social media strategies for, 50–51, 186
tracking donations for, 178
notification events, 152
O
effects of, 158
PayPal’s services reducing, 163–165
recognizing, 172
reducing, 162–163
reporting, 172–173
scope of, 158
types of, 159–161
using Fraud Management filters, 165–172
outlining promotions, 105–106
P
Payflow Link, 125
Payflow Payment Gateway, 142
Payflow Pro, 127
Payment Card Industry Data Security Standard (PCI DSS), 12, 126
payments. See also customizing payment options; donations; shopping carts
avoiding lost, 178
making to non-profit organizations, 176–177
receiving notice of, 152
simplifying mission with PayPal system, 178–179
with stolen credit cards or hijacked bank accounts, 160
Website Payments Pro for, 11, 127, 135, 142, 171
Website Payments Standard for, 12, 124–125, 126, 138–140
PayPal. See also fees; integrating PayPal with websites; PayPal profile; PayPal Shopping Cart
advantages of, 9–13
assisting conversions with, 121
business model for, 8
convenience of, 35
electronic wallet concept for, 30
fake PayPal emails and websites, 172
finding developer materials for, 134–135
Fraud Management filters for, 165–172
learning more about, 15–16
official blog for, 118
reporting online fraud to, 172–173
security and PCI compliance with, 12
seller reputation number for, 153
services reducing online fraud, 163–165
transactions in, 4–8
Twitter AskPayPal account, 80
using PayPal Shopping Cart, 143, 145–146
Website Payments Pro service, 11, 127, 135, 142, 171
Website Payments Standard service, 12, 124–125, 126, 138–140
working with social media, 33
PayPal Community Support Forum, 16
PayPal Developer Central account, 131
PayPal Developer Network site, 134–135
PayPal Partner Directory, 133, 143–145
entering shipping and handling fees in, 149–151
other options in, 153–154
Selling Online section of, 147
setting up shopping cart taxes for, 147–149
universal payment settings in, 147
PayPal Sandbox, 131
about, 143
check out with Website Payments Standard, 138–140
configuring, 146–154
email notifications from, 152
making universal payment settings in, 147
setting up, 145–146
shipping and handling fees for, 149–151
PCI DSS (Payment Card Industry Data Security Standard), 12, 126
photos
posting, 95–96
posting on Flickr, 95–98
tagging, 97–98
planning
communication strategies, 50–51
sales promotions, 104–107
polls, 94–95
privacy
image tagging and, 97
respecting individual’s, 65, 66
prizes for contests, 108
products
evaluating conversations about, 75
fostering brand loyalty, 108, 118, 191
URLs on, 66
promoting sales, 103–111
converting marketing into sales, 120–121
creating online events, 109–111
developing content from contests, 109
hosting real-world events, 109, 119
measuring results, 111
outlining promotions, 105–106
with PayPal, 13
plans for, 104–107
setting goals, 106
Twitter chats, 110
Q
Quora, 88
R
receipts for donations, 177–178
relationships
building, 57
considering social network, 53
reporting online fraud, 172–173
reputation of PayPal, 13
researching
audience, 186–187
promotions, 104–105
retailers. See businesses
rich media, 94–99
sharing photos, 95–96
taking poll, 94–95
uploading video, 98–99
using, 189
S
sales
collecting taxes on, 148
converting marketing into, 120–121
increasing with PayPal, 13
promoting with social media, 96, 103–111
Sales Tax page, 148
search engine optimization (SEO), 85
Secure Sockets Layer (SSL) encryption, 7
security
about online fraud, 158–163
about PayPal’s, 33–34
PayPal’s anti-fraud services, 163–165
recognizing fake PayPal emails and websites, 172
seller reputation number, 153
Selling Online section (PayPal profile), 147
SEO (search engine optimization), 85
sharing
photos, 95–96
promotional results, 105
shipping
address confirmation for package, 162, 164
configuring shopping cart’s, 153
packages safely, 162–163
Shipping Calculations tool, 150
Shipping Method page, 151
Shipping Region page, 150
shopping carts. See also PayPal Shopping Cart; third-party shopping carts
adding HTML integration to existing, 132
checkout process for, 138–140
figuring taxes, 147–149
integrating in websites, 141–142
using for CMS-based systems, 144
using third-party services, 142, 143–144
about, 27
Milyoni, 26
Moontoast, 27
Social Connect, 25–26
Social Connect service, 25–26
social media. See also social networks; websites
analyzing metrics on, 119
being yourself in, 77–78
businesses using, 20
campaign donations using BigCanvass, 24–25, 180–181
communication goal of, 30–31
community building in, 191
connecting email contacts to accounts in, 70–71
developing customer service via, 80–81
finding audience for, 55–56, 186–187
interfacing with ecommerce, 30–33
joining conversations, 56–57
locating customers with, 21
measuring results using, 55, 58, 119, 192–193
PayPal’s security for, 33–34
platforms for, 50–51
purchasing demographic data for, 67
reporting spam in, 64
scheduling time for, 62
setting strategy for using, 50–51, 186
social commerce tools available, 25–27
tracking conversations in, 77
using icons for, 68–69
social networks. See also specific sites
creating content for, 87–89
Dispora, 88
evaluating your, 53
Facebook, 41–42
Google Plus, 45
LinkedIn, 88
measuring size of, 117–118
MySpace, 88
Quora, 88
tracking mentions in, 118
tracking metrics on, 115–119
Twitter, 43–44
spammers, 64–65
SSL (Secure Sockets Layer) encryption, 7
story
including in blog, 86
telling business’, 54
strategies
planning communication, 50–51
setting goals for media presence, 52–54
setting social media, 186
T
tagging
photos, 97–98
Twitter conversations, 44, 74–75
taxes, 146–149
finding services for, 142, 143–144
Fraud Management filters with, 167
integrating with PayPal, 141–142
thought leaders
listening and talking to, 63–64
reversing negative conversations with, 79
searching Web for, 75
tools. See also social commerce tools; social networks
ecommerce, 188
transactions. See also customizing payment options
flagged by Fraud Management filter, 165, 166, 169
handling international, 13
merchant fees for, 8–9
placing hold on suspicious, 165
receiving notice of payment for, 152
security of, 7
steps in, 4–8
using PayPal for social media, 33–35
trolls, 79
TweetDeck, 77
about, 43–44
AskPayPal account for, 80
connecting email contacts to, 71
generating sales with chats on, 110
spammers on, 64–65
tagging conversations on, 44, 74–75
U
URLs on products, 66
activating Fraud Management filters, 170–172
creating, 6
logging into, 6
non-profit PayPal, 181
reporting unauthorized activity on, 172–173
V
video content, 42–43, 46, 98–99
viral marketing, 54
W
Website Payments Pro service
activating Fraud Management filters, 171
API integration with, 127, 135
applying for, 11
third-party providers using, 142
Website Payments Standard
checkout using, 138–140
recommended for small sellers, 126
websites. See also specific sites
bounce rate for, 117
checkout page components for, 140–141
connecting FundRazr app to, 23
Facebook, 41–42
Google Plus, 45
integrating PayPal transactions with, 11, 123–135
landing page for contests, 108
PayPal’s services reducing online fraud, 163–165
placing address on products, 66
recognizing fake PayPal, 172
searching for thought leaders, 75
social media platforms, 50–51
Twitter, 43–44, 64–65, 71, 74–75, 80, 110
WordPress, 46–47
“white box” checkout system, 11
Wikipedia, 94
WordPress, 46–47